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Thursday, August 30, 2012

‘Showrooming’ Is a Valid Concern for Retailers

“Showrooming,”
the practice of researching merchandise in a store, then buying it
elsewhere—online, by phone or from another brick-and-mortar business—has
retailers nervous, and rightly so. Price-conscious consumers are
inclined to defect when presented with a better deal.

Shoppers armed with smartphones, though, have been causing the most
commotion. The number of individuals who have checked prices using
mobile devices while in a store varies depending on the source and
methodology, but it is fair to say that a significant number have
engaged in the activity.

Several researchers have surveyed the number of US mobile phone users
who have comparison-shopped via phone while in-store. Their research
has found a comparison-shopping rate ranging from 59% of US smartphone
owners (InsightExpress, 2011) to 25% of US mobile phone owners (Pew Internet and American Life Project, January 2012).